Charter Report

Outlining Account-Based Marketing Roles And Responsibilities

March 5th, 2020

Summary

Account-based marketing (ABM) is a complex process, with multiple internal functions playing various roles and alternately taking the lead along the ABM journey. Organizations must communicate which function leads each distinct part of the process and what supporting roles other functions play throughout the process to effectively deploy and sustain their ABM program. In this report, we outline the roles and responsibilities of specific functions involved in ABM, using a responsibility assignment (RACI) matrix to illustrate how and when functions lead or support particular stages of ABM.

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